BSc single honours or in combination with another subject Marketing 2018/19

Year of entry

In a competitive trading environment, marketing is increasingly important for many businesses. This degree will give you both the practical and the theoretical experience necessary to embark on a career in marketing. You will gain a solid understanding of how marketing works and how it fits within a wider business environment. Applied projects will give you the confidence to put theory into practice in identifying, anticipating and satisfying a consumer’s needs and planning communications to reach their target market.

Consumers today are offered a huge range of products and services in an increasingly competitive environment. Marketing is the management process that responds to this by identifying, anticipating and satisfying a consumer’s needs so that they choose your product or service over that of a competitor. Marketers also plan and develop the communications that are used by a company or individual to reach their target market.

The widespread adoption of marketing means there are numerous opportunities to pursue exciting and varied careers in the profession, and our students go on to work for marketing departments and also for independent marketing agencies.

As part of your degree you can work towards a Chartered Institute of Marketing qualification that can really make you stand out in the job application process. Our range of contacts in the marketing industries also means that you’ll have opportunities to meet and talk with industry professionals, visit real marketing departments, and take advantage of opportunities for internships and placements. You can spend an optional third year of a four year degree in a full-time, paid work placement with an employer, supported by the University’s Career Development service. If you take this option you will also be entitled to receive tutorial support from an academic member of staff throughout the year. This valuable opportunity enhances your professional development by giving experience in a real environment. You can register on the programme at the end of your first year.

To further your interest in the area of marketing, this degree will give you both the practical and the theoretical experience necessary to embark on a career in this exciting and diverse field. You will understand how marketing works, and how it fits within a wider business environment. Applied projects will give you the confidence to put theory into practice and you will be able to explore the interconnected role marketing plays in all organisations.

"What I most enjoyed about my course was the diversity of all the modules. From studying copywriting and PR to digital marketing and branding, I have graduated with skills that lie in many different areas. It means that no day was ever boring, and it has been extremely beneficial for me in my new job role carrying out a variety of different marketing tasks."

Connor Parkes, graduated 2015, now works as a Marketing Executive at Premier Education Group UK

We are proud that our students have been finalists a number of times in the national IBM Business Challenge.

Marketing can be studied as a single honours degree, or it can be combined with other Business School subjects such as Advertising, Accounting, Human Resource Management or Business Studies and a variety of subjects from across the University to suit your individual career aspirations.

In your first year you will take introductory modules that give you a solid grounding in general business, and in the second and third years you will study marketing planning, market research, consumer behaviour and global marketing.

You will also have the opportunity to study digital marketing, including the use of social media and digital technology. All core and optional modules prepare you for a professional career and provide you with the opportunity to gain a broader understanding of the business world.

You can study French, German, Italian, Mandarin Chinese and Spanish as part of, or alongside, your course.

The Business School is also a Chartered Management Institute (CMI) Centre, delivering degree and postgraduate level qualifications in management and leadership. It is also an Approved Centre for the Association for Project Management (APM).

Each year the Business School organises a student exchange project with Fontys University of Applied Sciences in Venlo, The Netherlands. This fully funded exchange will give a maximum of 15 undergraduate students the opportunity to explore what it is like to study abroad, work on a business project in The Netherlands, experience a different place and culture, and make new friends.

Work experience

The programme provides you with the opportunity to take a work-based learning module in year two and the opportunity for a placement year between years two and three. Past students have undertaken a variety of interesting placements and are often given responsibility very early on in their placement years.

Year one

Core modules

Accounting and Finance for Business (Semester 1)

Accounting and Finance for Business introduces you to key accounting and finance topics. They are introduced to financial statements, and use a number of case studies to understand the role of finance in the business environment.

Branding and Advertising Essentials (Semester 2)

The aim of this module is to provide you with grounding in branding and the role that advertising and marketing communications plays in supporting the brand. It also lays a foundation for your future advertising and marketing study.

Business Analysis (Semester 2)

This module is designed to help you to develop a range of statistical and computing skills that will be valuable during the course of their academic programmes and in your roles in business. Although there are not pre-requisites for this module it is assumed that students have basic mathematical skills.

Contemporary Business Issues (Semester 1)

This module prepares you for the academic study of business by developing knowledge of contemporary and emerging business issues to support students’ personal, academic and professional development to prepare for work in the modern business environment.

Economics (Semester 2)

The aim of the module is to introduce you to the fundamental economic issues stemming from the scarcity of resources. The relationship between business and the economic problem is analysed by means of micro and macro-economic models to equip students with an understanding of decision-making at the levels of the market, the firm and the nation.

Marketing Principles and Practice (Semester 1)

This module provides you with an introduction to marketing, its fundamental concepts and an overview of marketing practice. You will cover the development of the marketing concept and examine the ways in which it differs from the production, product, and sales approaches to business.

Year two

Core modules

Digital Marketing (PR) (Semester 2)

The aim of the module is to develop your practice, knowledge and professional skills across a range of digital marketing tools and appreciate the implications of digital marketing planning in both business to consumer and business to business markets.

This will help you understand the nature and role of digital marketing on the whole marketing function and explore the implications and effects of digital marketing for the design and development of the modern marketing. As part of this you will also need to appreciate the ways in which digital media and marketing activity can be monitored and evaluated to improve future performance.

Integrated Marketing Communications (Semester 1)

The module explores integrated marketing communications as a tool for building and maintaining brands. It will give good insight into the practical processes and the strategies involved in creating such campaigns, and explores in particular the characteristics of the different communications tools available to marketing communications executives.

Market Research (PR) (Semester 1)

The module will explore the nature, scope and recent development of marketing research and its context in the marketing decision process. A range of both primary and secondary data sources as well as quantitative and qualitative research techniques will be explored, evaluated and contextualised. For example, government and commercial sources of data and the use and design of questionnaires, focus groups and in-depth interviews will be used to demonstrate various aspects of the research process. In line with current practice the use of current information technology software will be introduced in order to facilitate data analysis and presentation.

Work Based Learning (Semester 2)

The aim of the module is develop your skills in seeking and obtaining a work placement or internship of a minimum of three weeks’ duration. It will also develop your skills in learning from work experience and applying academic learning to the work place.

Optional modules

Accounting for Business (PR) (Semester 1)

Accounting for Business extends the scope of Financial Accounting for Professionals to more advanced topics in Financial Accounting. It aims to develop knowledge and skills in understanding and applying accounting standards particularly in the preparation of financial statements of entities, including groups. Understanding the theoretical framework and how to analyse and interpret financial statements are essential.

Consumer Behaviour (Semester 2)

The aim of the module is to develop in you a critical awareness and understanding of consumer and organisational buyer behaviour and how they can be influenced by marketing activity. The module will cover three aspects of consumer behaviour. First, it will cover the psychology of the individual consumer and the roles that memory, learning, motivation and perception play in consumer decision making. Second, the module will examine the social, cultural and environmental influences on the consumer. Third, it will cover the main characteristics of organisational buyer behaviour and how they differ from household buyer behaviour.

Copywriting (Semester 1)

The aim of this module is to develop your written skills applicable to a range of marketing communication methods and channels. The module will explore how to identify different writing styles, structure and tone-of-voice to create clear and easily understood messages on behalf of an organisation. You will explore how different media use different writing styles to appeal to their target audiences. The process of writing for marketing communication will include researching the story, relationships with brand owners/ organisations, writing headlines, using a brand dictionary, structure, layout, style and editing.

Developing Sustainable Enterprise (Semester 1)

The aims of the module are to introduce you to the relationship between business and the challenges and opportunities of business sustainability, and to encourage the development of enterprising skills to meet these challenges

Innovation and Enterprise Management (Semester 2)

The module will consider the role and definition of innovation in organisations of all types and sizes, including the concept of Intellectual Property and its contribution to competitiveness. It will explore the concepts and theories of innovation, the tools and techniques for innovation management and review how these are used in practice.

Project Management (APM, CMI) (Semester 1)

This module aims to examine critically the role of Project Management within a contemporary business context. It also explains how specific project management applications play an important role in producing successful business outcomes and examines the philosophies, principles, structures and methodologies of Project Management.

Retail Marketing (PR) (Semester 2)

The module introduces you to the background and context of the modern retail business. A history of retail development will be reviewed and an analysis of its impact on current activity will be undertaken, including an exploration of prevailing trends in consumer retail marketing environments. The module will examine the practical applications of the elements of the retail marketing mix. Decision-making processes and strategic choices will be evaluated in respect of a number of areas, such as retailer organisation, structure and size, location, logistics, store design and layout, in-store communication and merchandising. Special consideration will be placed on retail buyer behaviour and the influence of the store and the brand on intention to purchase.

Year three

Core modules

Social Media Marketing (PR) (Semester 1)

The module will develop your critical understanding of the main activities involved in designing and implementing marketing communications using social media and online marketing. It will explore the activities and implementation of the social media and online marketing for companies. You will create the basic elements of an effective website and explore online communication using digital media channels such as search engine marketing, online public relations, affiliate marketing, display advertising, e-mail, social media and viral marketing. Finally, the module will examine the procedures used for monitoring and measuring the effectiveness of digital campaigns with a focus on Google Analytics.

Global and International Marketing (Semester 2)

The module develops your understanding and then provides a forum for critical analysis of the application of marketing techniques in international, multi-national, and global market situations. Emphasis is given to the relative importance of political, economic, socio-cultural, technological, legal and regulatory, and environmental issues as they apply to (changing) country-specific and regional contexts. Market research techniques and practices develop your understanding of market entry and market sustainability techniques as aspects of competitive advantage.

Strategic Marketing Planning (Semester 1)

The aim of the module is to develop in you an understanding of the major aspects of strategic marketing and their role in the development of sustainable competitive advantage in an organisation.

Optional modules

Brand Management and Communication (Semester 2)

The aim of the module is to develop in students an understanding of the theory and practice of brand management and communication in the modern enterprise. The module aims to develop in students a critical perspective on brands, their social and cultural impact in the developed world, and the ability to apply this knowledge to the brand planning process.

Individual Study (Semester 2)

The aim of the module is to provide you with the opportunity to undertake an in-depth study of a particular line of enquiry related to a business issue selected by the student.

Marketing – Culture and Communication (Semester 2)

This module develops your understanding in relation to the importance of an appreciation of how the cultural context(s) for global marketing activities can be regarded as similar, or dissimilar to their home-country situation. Emphasis is given to language (spoken and ‘silent’) as a barrier to effective communication across the full range of marketing activities, but with particular emphasis on its value in relation to both personal and non-personal marketing communications activities such as face-to-face personal selling, and advertising and packaging, respectively.

New Venture Creation (Semester 1)

The module will introduce the you to the fundamental parts of a business plan, including but not limited to the formulation of a new business idea, the assessment of market potential and routes to market, organisational and marketing implications, business structures, funding options, as well as detailed financial projections. The module aims to arrive at a viable business proposition ready for delivery.

Public Relations (Semester 1)

This module aims to develop in you a theoretical and practical understanding of the role of PR in building relationships with stakeholders and gain an appreciation of the strategic and specialist roles of PR.

Retail Strategy (PR) (Semester 2)

This module aims to develop a critical awareness of the strategic factors and operational implications a retailer needs to achieve in order to establish a clear market position in a competitive market.

Service Management (Semester 2)

The module will acquaint students with the complex demands made upon service management organisations and the challenges that staff within them face. An understanding of the environments in which they operate will be developed and an appreciation of the different constraints placed upon them will be explored. The module will exam the range of alternatives that organisations can draw from and will include an investigation into the issues associated with service management across a wide range of situations. This will include the process of servitisation, managing the service encounter, service quality, service level, customer management and capacity management.

Dissertation (PR) 40 credits (Semester 1 and 2)

The aim of the module is to provide you with the opportunity for the practical application of theory to a business oriented problem and to develop research skills.

Year one

Core modules

Accounting and Finance for Business (for students combining with Advertising or Business Studies) (PR) (Semester 1)

Accounting and Finance for Business introduces you to key accounting and finance topics. They are introduced to financial statements, and use a number of case studies to understand the role of finance in the business environment.

Branding and Advertising Essentials (Semester 2)

The aim of this module is to provide you with grounding in branding and the role that advertising and marketing communications plays in supporting the brand. It also lays a foundation for your future advertising and marketing study.

Marketing Principles and Practice (Semester 1)

This module provides you with an introduction to marketing, its fundamental concepts and an overview of marketing practice. You will cover the development of the marketing concept and examine the ways in which it differs from the production, product, and sales approaches to business.

Optional modules

Business Analysis (Semester 2)

This module is designed to help you to develop a range of statistical and computing skills that will be valuable to you during the course of your academic programmes and in your future career in business. Although there are no pre-requisites for this module it is assumed that students have basic mathematical skills.

Contemporary Business Issues (Semester 1)

This module prepares you for the academic study of business by developing knowledge of contemporary and emerging business issues to support your personal, academic and professional development to prepare for work in the modern business environment.

Economics (Semester 2)

The aim of the module is to introduce you to the fundamental economic issues stemming from the scarcity of resources. The relationship between business and the economic problem is analysed by means of micro and macro-economic models to equip you with an understanding of decision-making at the levels of the market, the firm and the nation.

Year two

Core modules

Digital Marketing (PR) (Semester 2)

The aim of the module is to develop your practice, knowledge and professional skills across a range of digital marketing tools and appreciate the implications of digital marketing planning in both business to consumer and business to business markets.

This will help you understand the nature and role of digital marketing on the whole marketing function and explore the implications and effects of digital marketing for the design and development of the modern marketing. As part of this you will also need to appreciate the ways in which digital media and marketing activity can be monitored and evaluated to improve future performance.

Marketing Communications (CMI) (Semester 1)

The module explores integrated marketing communications as a tool for building and maintaining brands. It will give good insight into the practical processes and the strategies involved in creating such campaigns, and explores in particular the characteristics of the different communications tools available to marketing communications executives.

Optional modules

Accounting for Business (PR) (Semester 1)

Accounting for Business extends the scope of Financial Accounting for Professionals to more advanced topics in Financial Accounting. It aims to develop knowledge and skills in understanding and applying accounting standards particularly in the preparation of financial statements of entities, including groups. Understanding the theoretical framework and how to analyse and interpret financial statements are essential.

Consumer Behaviour (Semester 2)

The aim of the module is to develop in you a critical awareness and understanding of consumer and organisational buyer behaviour and how they can be influenced by marketing activity. The module will cover three aspects of consumer behaviour. First, it will cover the psychology of the individual consumer and the roles that memory, learning, motivation and perception play in consumer decision making. Second, the module will examine the social, cultural and environmental influences on the consumer. Third, it will cover the main characteristics of organisational buyer behaviour and how they differ from household buyer behaviour.

Copywriting (Semester 1)

The aim of this module is to develop your written skills applicable to a range of marketing communication methods and channels. The module will explore how to identify different writing styles, structure and tone-of-voice to create clear and easily understood messages on behalf of an organisation. You will explore how different media use different writing styles to appeal to their target audiences. The process of writing for marketing communication will include researching the story, relationships with brand owners/ organisations, writing headlines, using a brand dictionary, structure, layout, style and editing.

Developing Sustainable Enterprise (Semester 1)

The aims of the module are to introduce you to the relationship between business and the challenges and opportunities of business sustainability, and to encourage the development of enterprising skills to meet these challenges.

Human Resource Management (CMI) (Semester 2)

This module aims to equip students with the ability to understand and analyse core HRM concepts, operational human resource activities and responsibilities and relate these to a range of organisational contexts.

Innovation and Enterprise Management (Semester 2)

The module will consider the role and definition of innovation in organisations of all types and sizes, including the concept of Intellectual Property and its contribution to competitiveness. It will explore the concepts and theories of innovation, the tools and techniques for innovation management and review how these are used in practice.

Market Research (PR) (Semester 1)

The module will explore the nature, scope and recent development of marketing research and its context in the marketing decision process. A range of both primary and secondary data sources as well as quantitative and qualitative research techniques will be explored, evaluated and contextualised. For example, government and commercial sources of data and the use and design of questionnaires, focus groups and in-depth interviews will be used to demonstrate various aspects of the research process. In line with current practice the use of current information technology software will be introduced in order to facilitate data analysis and presentation.

Retail Marketing (PR) (Semester 1)

The module introduces you to the background and context of the modern retail business. A history of retail development will be reviewed and an analysis of its impact on current activity will be undertaken, including an exploration of prevailing trends in consumer retail marketing environments. The module will examine the practical applications of the elements of the retail marketing mix. Decision-making processes and strategic choices will be evaluated in respect of a number of areas, such as retailer organisation, structure and size, location, logistics, store design and layout, in-store communication and merchandising. Special consideration will be placed on retail buyer behaviour and the influence of the store and the brand on intention to purchase.

Work Based Learning (Semester 2)

The aim of the module is develop your skills in seeking and obtaining a work placement or internship of a minimum of three weeks’ duration. It will also develop your skills in learning from work experience and applying academic learning to the work place.

Year three

Core modules

Global and International Marketing (Semester 2)

The module develops your understanding and then provides a forum for critical analysis of the application of marketing techniques in international, multi-national, and global market situations. Emphasis is given to the relative importance of political, economic, socio-cultural, technological, legal and regulatory, and environmental issues as they apply to (changing) country-specific and regional contexts. Market research techniques and practices develop your understanding of market entry and market sustainability techniques as aspects of competitive advantage.

Strategic Marketing Planning (Semester 1)

The aim of the module is to develop in you an understanding of the major aspects of strategic marketing and their role in the development of sustainable competitive advantage in an organisation.

Optional modules

Brand Management and Communication (Semester 2)

The aim of the module is to develop in students an understanding of the theory and practice of brand management and communication in the modern enterprise. The module aims to develop in students a critical perspective on brands, their social and cultural impact in the developed world, and the ability to apply this knowledge to the brand planning process.

Individual Study (Semester 2)

The aim of the module is to provide you with the opportunity to undertake an in-depth study of a particular line of enquiry related to a business issue selected by the student.

Marketing – Culture and Communication (Semester 2)

This module develops your understanding in relation to the importance of an appreciation of how the cultural context(s) for global marketing activities can be regarded as similar, or dissimilar to their home-country situation. Emphasis is given to language (spoken and ‘silent’) as a barrier to effective communication across the full range of marketing activities, but with particular emphasis on its value in relation to both personal and non-personal marketing communications activities such as face-to-face personal selling, and advertising and packaging, respectively.

New Venture Creation (Semester 1)

The module will introduce the you to the fundamental parts of a business plan, including but not limited to the formulation of a new business idea, the assessment of market potential and routes to market, organisational and marketing implications, business structures, funding options, as well as detailed financial projections. The module aims to arrive at a viable business proposition ready for delivery.

Public Relations (PR) (Semester 1)

This module aims to develop in you a theoretical and practical understanding of the role of PR in building relationships with stakeholders and gain an appreciation of the strategic and specialist roles of PR.

Retail Strategy (PR) (Semester 2)

This module aims to develop a critical awareness of the strategic factors and operational implications a retailer needs to achieve in order to establish a clear market position in a competitive market.

Service Management (Semester 2)

The module will acquaint students with the complex demands made upon service management organisations and the challenges that staff within them face. An understanding of the environments in which they operate will be developed and an appreciation of the different constraints placed upon them will be explored. The module will exam the range of alternatives that organisations can draw from and will include an investigation into the issues associated with service management across a wide range of situations. This will include the process of servitisation, managing the service encounter, service quality, service level, customer management and capacity management.

Social Media Marketing (PR) (Semester 1)

The module will develop your critical understanding of the main activities involved in designing and implementing marketing communications using social media and online marketing. It will explore the activities and implementation of the social media and online marketing for companies. You will create the basic elements of an effective website and explore online communication using digital media channels such as search engine marketing, online public relations, affiliate marketing, display advertising, e-mail, social media and viral marketing. Finally, the module will examine the procedures used for monitoring and measuring the effectiveness of digital campaigns with a focus on Google Analytics.

Dissertation (PR) 40 credits (Semester 1 and 2)

The aim of the module is to provide you with the opportunity for the practical application of theory to a business oriented problem and to develop research skills.

90% of our most recent Marketing students were in jobs or further study 6 months after finishing their course.

Destinations of Leavers from Higher Education Survey 2016-2017

You can expect to develop a range of digital, technical and professional skills that can be applied to a range of marketing roles, both in-house and for an agency. Previous graduates have found employment in account management, general marketing, e-marketing, market research, digital marketing, content management, fundraising, public relations, internal communication, media planning, advertising planning and social media marketing across a range of businesses in the private, public and voluntary sectors. Students also go on to postgraduate study in the areas of marketing, branding and communications.

Senior lecturer, Dr Andrew Jackson runs the COaST research group at the University and carries out market research work for arts organisations, including the Turner Contemporary art gallery in Margate.

You will study modules to the value of 120 credits each year. Across the year each module combines 50 hours of lecture and seminars with 150 hours of self-study time which you will use for reading, research and preparation and production of assessments. Delivery of modules will typically consist of a one hour lecture and a one hour seminar per week for each of the six modules being studied each year. On average, you should expect to study for 35 hours per week during term-time.

If you choose to take with marketing with advertising, accounting or business studies these modules will all be in the Business School. If you take another combination your modules will be taken from other departments you will be taught by staff in those areas.

Academic input

The majority of staff have worked as practitioners. As well as teaching, the team is also actively involved in research, knowledge exchange and cross-cultural teaching at institutions in other parts of Europe.

You will be assessed by a number of methods including essays, reports, business simulations, presentations, reflective logs, computer-based assessments, examinations, and case studies, both individually and as a group. This mixture is intended to build individual knowledge and skills in the application of theory and best practice to realistic advertising and marketing scenarios. It also provides valuable experience in the importance of effective teamwork and leadership in achieving goals.

The Business School has accreditation with the Chartered Management Institute (CMI). The Year 2 modules of Marketing Planning and Communication, Human Resource Management and Project Management are accredited by the CMI and on successful completion you will be eligible for CMI Level 5 qualifications in Leadership and Management.

You will have access to our Bloomberg Trading Room. This offers you the chance to gain practical experience of trade floor activities and financial market analysis. We are one of the few universities in the UK offering direct use of Bloomberg data, information and analytics in a dedicated trading room which provides a simulation of what it is like to work on a real trading floor in the financial district.

We regularly set projects with industry partners, and students can collaborate with real clients on some project work. We also work with industry stakeholders aligned to the continued development of our teaching programme, research and knowledge exchange. Some of these come in as guest lecturers and we also have masterclasses by visiting professors chosen for their continuing expertise in business and management. These established links have helped some of our students to secure placements.

A Business School Advisory Board has been established which includes representatives from across the private and public sector. This encourages employer engagement as the Board engages in discussion about technical content of the curriculum and the development of wider employability skills, the provision of work placement opportunities, guest speakers, live case studies, and workplace visits.